Vijay Karnataka (part of The Times Group) celebrates most festive triggers with readers & advertisers. ‘VK Navarang’, which was launched six years ago, has now become an important part of the Navratri-Dasara festival in Karnataka. The program is now a household name for women in the state. ‘VK Navarang’ has emerged as a unique trend, especially among the young ladies. VK receives huge participation during Navarang in the form of Group Photos by women across Karnataka.
How does it work?
Indian Panchang gives out the colours goddesses are going to wear each year during Navratri. VK ropes in Kannada stars (Sandalwood & TV) to showcase each day’s Navrang colour (Nine days, Nice colours). On each day of Navratri, one Kannada star showcases Navrang Colour of the Day wearing a saree on front page of VK newspaper
Women across ages (but specially young women) follow the colour by matching & wearing the colour of the day across the nine days of Navratri. Women click pictures with family/friends and send those pics to VK. Next day VK publishes the group pics of women as a collage across its editions in Karnataka
Speaking about the initiative, Ranjeet Kate – CEO Vijay Karnataka & Bangalore Mirror said, “It is a matter of pride that the concept of VK Navarang has now been copied by other media in Karnataka. All in all, the Navarang dress has now become the dress code for Navratri celebrations in Karnataka. Lakhs & lakhs pictures are received by VK every year.”
This year VK Navarang activity starts from 26th Oct and ends on 4th Oct’2022